Walgreens is putting real life examples to work to illustrate group vice president of beauty and personal care Lauren Brindley’s promise to fuse wellness and beauty in the chain’s stores.
“It is important for us as a health and beauty retailer to think about what equity and right to win having a pharmacist gives you in the beauty space. It is very different from some of our competitors,” Brindley said.
Walgreens and The Skin Cancer Foundation this week kicked off a tour to help educate the public about the importance of effective sun protection. The activation debuted May 15 in Columbus Circle with a customized recreational vehicle equipped with two private exam rooms. Local dermatologists volunteered time to provide free full-body skin cancer screenings. Other cities on the tour include Miami, Houston, Denver and Chicago.
Walgreens will loop in its beauty consultants who will host interactive skin-care experiences. They will distribute sunscreen samples, discuss sun protection and offer recommendations for sunburn treatment. The intersection of pharmacists and the beauty consultants offers the chance to discuss the photosensitivity of some prescriptions. There will also be similar interaction in Walgreens stores between the sun protection category and the beauty department.
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Despite caution about sun exposure, IRI data shows sales of sunscreens are flat. Some sales have been transferred into cosmetics where more products provide SPF, especially in skin care. There are also new forms of protection entering the market to knock down obstacles, such as greasy or chemically loaded formulas. Last year, Coppertone introduced a mousse form and this year retailers expect a flood of more natural products to hit the market. Private label sun products are among the bestsellers at drug chains and Walgreens is highlighting several of its own during its road tour.